Tag Archives: B2B

A Tale of Two Purchased Lists (A Case Study)

a-tale-of-two-purchased-lists-(a-case-study)

Which segments of your list are most profitable? Are purchased lists always low performers? This client case study provides answers to both of these questions – as well as providing a framework for you to use to answer them for your own list segments. As always, don’t just take these test results as gospel – do your own testing to see how your audience performs!

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6 Tips for More Effective Call-to-Action Links and Buttons

6-tips-for-more-effective-call-to-action-links-and-buttons

Is a picture worth a thousand words? I hope so! I’ve made this blog post image heavy to quickly allow you to skim these best practices for call-to-action text links and buttons in your email messages. Enjoy! 1. Use the visual markers of links sparingly; never on headlines Headlines that are visual hyperlinks look sloppy. Much better to include a button instead – both in

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Case Study: How many products does it take to optimize revenue?

case-study:-how-many-products-does-it-take-to-optimize-revenue?

How many products should you include in an email to optimize revenue? As marketers, we have to balance the number of products we present to potential customers. Too few and you may lose sales because there aren’t enough options; too many and you may lose sales due to analysis paralysis. This is a test I do a lot with clients sending multi-product emails. We work

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6 Tips for Improving the Body Copy of Your Email Messages

6-tips-for-improving-the-body-copy-of-your-email-messages

Earlier this month I provided some tips for better subject lines, preheader text, and headlines. Today let’s build on that by talking about best practices for body copy in your email messages. This is based on best practice and my 20+ years helping clients make their email marketing more effective and more profitable. As always, you should A/B split test into any changes to your

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Holiday Prep: Best Day to Send Email (A/B Split Test)

holiday-prep:-best-day-to-send-email-(a/b-split-test)

I always get a laugh out of research promising to reveal the ‘best day to send email.’ Because, think about it… if the research says ‘Thursday at 3:00 PM ET’ is the best day/time to send, and everyone started sending at 3:00 PM ET on Thursdays, then the best time to send would be any time but that. Because at 3:00 PM ET on Thursdays

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43% increase in revenue with a holiday campaign! Here’s how we did it…

43%-increase-in-revenue-with-a-holiday-campaign!-here’s-how-we-did-it…

I’m not a big fan of subject line tests for a couple reasons. They’re overused and many don’t have a good chance of success because they lack a sound hypothesis. If I undertake a subject line test with a client I’m going to do it strategically, to give us our best chance at a significant lift in bottom-line performance. That’s what we did for an

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Case Study: Strategic Resend, 25% More Revenue

case-study:-strategic-resend,-25%-more-revenue

I was thrilled on a recent Only-Influencers-Members-Only discussion (you should join! Reach out to me to learn more) when another member said that she had tried my ‘strategic resend’ tactic. It worked so well, she said, that it’s now standard operating procedure for her email program. I’ve written about it before in general terms, but I thought a client case study might help further illustrate

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Case Study: Subject Line Change Increases Revenue by 9%

case-study:-subject-line-change-increases-revenue-by-9%

It’s always fun to experience, and write about, big wins, like a 918% increase in revenue, or a 350% boost in list growth, or a 100% increase in site traffic. It would nice if every test delivered that, but that’s not the case. Here’s the thing: if you can earn a lift of 10% on every test and apply each learning before you do your

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Case Study: More Product Blocks, Less Revenue

case-study:-more-product-blocks,-less-revenue

Back in 2020, I was consulting for a B2B client with an enormous number of products. Their buyers are buying in bulk; they don’t buy one of an item, they buy 100 or 1,000 of an item. We did a series of A/B split tests, with different email templates, to find the ‘sweet spot’ – the perfect number of products to include in each email

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Predicting the unpredictable: Customer analytics and marketing in the months ahead

predicting-the-unpredictable:-customer-analytics-and-marketing-in-the-months-ahead

Do you remember where you were at the end of last year’s Q1? Of course you do! The world had just been thrown off-kilter by the global pandemic, and marketing and customer analytics professionals were doing their best to respond, adapt, and (in many cases) pivot to help their organizations survive.   As we shift our […] The post Predicting the unpredictable: Customer analytics and marketing…

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The *Best* Way to Do Email Resends

the-*best*-way-to-do-email-resends

I see a lot of marketers doing email resends — but I rarely find anyone doing them the way I do them with my clients. Here’s the very *best* way to extend reach, relevance, and revenue with resends, without the potential pitfalls of most resend strategies. In email jargon, a resend is sending an email to someone a second time within 7 to 10 days…

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The *Best* Way to Do Email Resends

the-*best*-way-to-do-email-resends

I see a lot of marketers doing email resends — but I rarely find anyone doing them the way I do them with my clients. Here’s the very *best* way to extend reach, relevance, and revenue with resends, without the potential pitfalls of most resend strategies. In email jargon, a resend is sending an email to someone a second time within 7 to 10 days…

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The *Best* Way to Do Email Resends

the-*best*-way-to-do-email-resends

I see a lot of marketers doing email resends — but I rarely find anyone doing them the way I do them with my clients. Here’s the very *best* way to extend reach, relevance, and revenue with resends, without the potential pitfalls of most resend strategies. In email jargon, a resend is sending an email to someone a second time within 7 to 10 days…

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B2B Deliverability Challenges

b2b-deliverability-challenges

Any email marketer who’s spent time in the B2B world can tell you that it’s a whole different ball game than B2C. There are more destinations for a sender to monitor and inquire about when a deliverability issue rears its ugly head. There are more possible reasons why the deliverability issue occurred because there are typically more layers of filtering to get through before you…

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Effective Drip Series Message Maps

effective-drip-series-message-maps

In the last couple of months, I’ve had the privilege of helping a number of companies improve the performance of their email drip series, or multi-effort email campaigns, as they are also called. One consistent weak spot: the message map that drives these campaigns. Here are a few tips… It’s so nice to see email marketers take the leap from single sends to automated drip…

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Effective Drip Series Message Maps

effective-drip-series-message-maps

In the last couple of months, I’ve had the privilege of helping a number of companies improve the performance of their email drip series, or multi-effort email campaigns, as they are also called. One consistent weak spot: the message map that drives these campaigns. Here are a few tips… It’s so nice to see email marketers take the leap from single sends to automated drip…

Read More »

Effective Drip Series Message Maps

effective-drip-series-message-maps

In the last couple of months, I’ve had the privilege of helping a number of companies improve the performance of their email drip series, or multi-effort email campaigns, as they are also called. One consistent weak spot: the message map that drives these campaigns. Here are a few tips… It’s so nice to see email marketers take the leap from single sends to automated drip…

Read More »

5 Tips to Optimize Your Email Nurture Series

5-tips-to-optimize-your-email-nurture-series

There is a place for email nurture series at all stages of the prospect journey. This post is based on work I recently did for a few clients; in one case the nurture series was the first outreach to people with little or no relationship with the sender (yes, the list was not opt-in; we talk about that!). These five recommendations address the biggest problems…

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How Do the Best Email Marketers Build Successful Campaigns? [New eBook]

how-do-the-best-email-marketers-build-successful-campaigns?-[new-ebook]

You may be familiar with the term “superhero.” It’s a moniker given to those who place themselves in harm’s way to protect others. You might even have a favorite superhero whose latest movie adaption will compel you to see it twice in its opening week (when we get to go back to the movies). At Validity, the heroes we love to root for over and over again are Email…

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3 Misunderstandings that doom new email marketers

3-misunderstandings-that-doom-new-email-marketers

I had a call last month with some smart people who were new to email marketing. It was concerning to me how misunderstandings were driving their efforts — and dooming their program. Here’s how to avoid the same fate. Misunderstanding #1: You need a large email list to be successful There’s no magic ‘threshold’ on list size; you can have a list of a million…

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